Tiffany & Co. changes look

For its latest advertising campaign Tiffany & Co tapped some of the most interesting faces of the moment: Fernanda Ly, 18-year-old Japanese model and Louis Vuitton’s muse, famous for her long pink mane; Pyper America Smith, older sister of the more popular Lucky Blue; and Dutch model of Moroccan origins Imaan Hammam, that we have already seen in campaigns for Calvin Klein, Givenchy, Coach and H&M..

The shots, taken by American photographer Cass Bird, express the clear will of the brand to renovate its image, aiming at a younger and fresher target. Is this the Grace Coddington-effect, creative partner of the House since last April?